Why Rihanna’s Fenty Beauty is expanding into Africa

Fenty’s planned launch in Africa is perceived as a reaction to the growth of the continent’s beauty and personal care industry which is now valued at over $12 billion.

Latest figures show the market could reach $14 billion in 2022, oiled by a steady rise in disposable incomes among the continent’s middle class.

According to Brookings Institute, growing discretionary incomes will lead to higher demand for high-quality, niche, and foreign-produced goods.

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